Majid Al Futtaim has launched MAF My Summer, its first campaign to bring offerings from across its retail, dining, entertainment and leisure brands under a single summer activation at Mall of the Emirates, running from July 10 to August 31.
The campaign is built around the group’s SHARE loyalty app. Visitors who collect five digital stamps by participating in selected activities and promotions are entered into a draw for what the company calls the Ultimate Cool Escape, a prize package valued at more than AED 15,000.
Three winners will be announced across the campaign period, one every two weeks. The prize includes a one-night stay in a Kempinski Aspen Chalet, AED 5,000 to spend across Majid Al Futtaim Lifestyle stores, and tickets to Ski Dubai and VOX Theatre.
The campaign is partly a response to the group’s own consumer research. Data from The Happiness Lab, Majid Al Futtaim’s proprietary insights platform, which draws on a community of more than 90,000 members across the UAE, Saudi Arabia, Egypt, Oman and Bahrain, found that 47 per cent of UAE residents plan to stay in the country this summer.
Among those, 43 per cent cited the rising cost of overseas travel as the main reason. Separately, 72 per cent of respondents said malls are their preferred place to spend free time, and 58 per cent ranked family activities as their top spending priority.
Alongside the stamp mechanic, the campaign offers loyalty incentives including 20x SHARE Points on eligible spend, a prize draw for one million SHARE Points when spending AED 300 or more, and 5 per cent cashback when loading AED 500 or more onto a MAF My Summer Digital Mall Gift Card.
The events calendar spans wellness, family and retail experiences. Ski Dubai anchors much of the family programming, with daily penguin dinners, summer snow camps and Snow Daycation packages.
VOX Cinemas will screen FIFA World Cup matches live. Fitness events include a Pacsun x Ski Dubai freestyle night on July 16 and 17, and a lululemon-powered spin-and-snow session on July 18 billed as a first-of-its-kind combination of an indoor cycling class and snow wellness. Carrefour is running children’s workshops through its Bright Bites Academy throughout the season.
On the retail side, AllSaints is offering a complimentary personal styling appointment for spend above AED 1,500, while THAT Concept Store is adding a complimentary blow-dry on purchases of AED 500 or more. Beauty activations include a Shiseido masterclass on July 31 and a community wellness walk with the brand on August 9.
